Anti-pollution foods could be the next big thing, according to Global Data. Against this backdrop, the analytics company says that manufacturers must act quickly to capitalize on the opportunity and take credible steps to address the issue of pollution, rather than simply profit from its existence.
To date, food manufacturers have addressed this issue implicitly by promoting the inclusion of antioxidants, which defend against free radicals generated by pollution (among other things).
According to a 2018 consumer survey, environmental concerns are at the forefront of consumers minds, with 32% of Asian consumers saying that their buying decision is often based on how the world around them is changing while 33% and 38% of Indian and Chinese consumers, respectively, believe that “living an ethical and sustainable lifestyle” is important or very important to their well-being.
“In a scenario-driven by alarming air pollution levels, heightened consumer awareness and advances in nutritional science, there is an opportunity for food and drinks manufacturers to target the effects of poor air quality. Foods currently occupy the initial stage of anti-pollution claims, which focus primarily on emphasizing ‘clean’ formulations and implying purity,” commented Shagun Sachdeva, consumer insights snalyst for GlobalData
The market potential for pollution-fighting food and relies heavily on consumers’ desire to proactively purchase products that target increasingly specific health needs. GlobalData found that 34% of Asian consumers’ product choices are always influenced by the health and wellness attributes of products/services.
“Anti-pollution food undoubtedly represent an emerging but lucrative segment. However, credibility will depend on the ability of the brands to build trust with science-backed evidence to support claims,” concludes Sachdeva.